Style Reimagined: Exploring Fashion and Identity Among South African Smarteez

Kevin Thomas, University of Texas at Austin, USA
Guillaume Johnson, University of the Witwatersrand, South Africa
Marike Venter , University of the Witwatersrand, South Africa
Kristin Stewart, University of Texas at Austin, USA
This paper explores style and identity among the Smarteez, a youth subculture in South Africa. By means of several ethnographic techniques, this research demonstrates that the Smarteez’ use elements of style to reify nonconformist aspects of self, aid in the performativity of identity factors, and promote a uniquely cosmopolitan worldview.
[ to cite ]:
Kevin Thomas, Guillaume Johnson, Marike Venter , and Kristin Stewart (2012) ,"Style Reimagined: Exploring Fashion and Identity Among South African Smarteez", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1112-1112.